Rony Meisler was one of the first entrepreneurs in Brazil to use social media to produce content, build a personal brand, and, based on that engagement, leverage his business – in this case, Reserva, a brand he co-founded and which was sold to Azzas 2154 – at the time, Arezzo&Co – in 2020.
Meisler left Azzas 2154 in August 2024, but continues to attract thousands of followers on his profiles. And this model is at the heart of Rebels Ventures ' newest venture, created by him and the other three founders of Reserva – Fernando Sigal, Jayme Nigri Moszkowicz, and José Alberto Silva.
The quartet's venture builder has just announced the fifth investment in its portfolio: Blank, a startup whose thesis includes, among other offerings, teaching entrepreneurs and CEOs the ropes to become digital influencers and, consequently, a customer acquisition channel for their companies.
“I got into this social media business as a personal brand when it was all uncharted territory,” Meisler tells NeoFeed . “Today, many people want to do it but don’t know how. So, there’s a huge opportunity here, and Blank comes in precisely at that point.”
The investment that now unites Rebels Ventures and Blank involves a minority stake in the operation. The pair, however, did not reveal the amount invested in exchange for this stake. But they were keen to share a detail related to that figure.
“Blank attracted interest from many investors who had thousands of followers, but they only wanted to invest smart money,” says Micael Crasto, co-founder of Blank, alongside Lucas Freitas. “But that wasn’t valid for us. We wanted a partner who would also share the risk.”
The relationship between the two parties began, however, even before the creation of Blank, when Crasto was still working in social media management at G4 Educação and, in parallel, created Lord Journal, a digital magazine focused on the luxury market, which, in two months, attracted 200,000 followers.
While still at Reserva, Meisler was one of the profiles that boosted those numbers. At the time, he contacted them seeking to bring the brand closer to the new media. However, the conversations only progressed at the end of 2024. Now, however, involving Blank.
The startup had been created exactly one year earlier, after Crasto and Freitas left their positions at G4. “We spent a lot of time negotiating with Rony and Rebels,” says Crasto. “But, during that time, we already had a relationship that was practically that of partners. Everyone treated each other that way.”
Now officially announced, the venture builder's entry into Blank's cap table actually took place in July 2025. And since then, still behind the scenes, the new partners have been sharing ideas and projects with Crasto and Freitas that have contributed to the evolution of the startup's business model.
Blank was born as a school to train social media managers. The classes were – and still are – taught by names like Erich Shibata, director of branding and creation at Cimed, precisely one of the companies that pioneered scaling its brand through the personal profiles of its leaders.
"Do it yourself," "I'll do it with you," and "I'll do it for you."
In a demonstration that, in addition to the injected resources, Rebels also brought the smart money component to Blank's table, after the partnership with the venture builder, the startup's portfolio encompasses a much broader range.
Today, these offerings cover three concepts. In addition to the "do it yourself" approach, already included in social media management training – with 7,000 graduates – they involve "I do it with you" and "I do it for you." And the one who pioneered this last approach, which operates like an agency, was Meisler himself.
In practice, in this aspect, Rebels takes over the entire management of the profiles and strategies of entrepreneurs and CEOs on social media. In Meisler's case, the partnership began in November 2024, when he had 505,000 followers on Instagram. Today, that base has grown to over 930,000.
Blank currently has over 60 clients represented, who together have more than 34 million followers. Besides Meisler, this list includes names like Renata Vichi , former CEO of Grupo CRM, and Sandra Chayo, managing partner of Hope.
The latest addition to Blank's portfolio, however, lies in the "I do it with you" concept. Last week, the startup launched the Influential program, which applies precisely the idea of transforming entrepreneurs and CEOs into influencers.
Lasting four months and costing R$ 100,000, the program focuses on entrepreneurs with businesses that generate more than R$ 5 million in revenue per year. Among other resources, it provides access to mentorship from names like Meisler and Renata Vichi, as well as training for the team that will support this "influencer."
“We put together a plan for this client, trained this team, and monitored the execution of this strategy until they internalized this intelligence within the company,” says Crasto. Meisler adds: “We take the first training wheel off the bicycle, then the second, until the training wheel is gone.”
With this now broader package, Meisler understands that Blank's model similarly covers a market of gigantic opportunities, but which, in turn, are still largely unexplored, perfectly fitting Rebels' thesis.
“Attention is the new equity,” says Meisler, highlighting, in this context, the dominance of social media. “But, so far, only these media are capitalizing on this. And Blank serves the other end. It's about using these networks to leverage your business, instead of just creating content to make money for them.”
At the same time, he emphasizes that this generation of content, through personal brands built on these networks, offers a more accessible channel to boost outreach and customer acquisition for companies. Especially in an environment where paid media is becoming increasingly expensive.
Although still modest, Blank's numbers give an indication of this opportunity. In 2024, its first year of operation, the startup earned R$ 3.5 million. In 2025, this figure reached R$ 10.5 million. And, for 2026, the projection is to reach R$ 33 million.
Along this path, in addition to the progress already made in evolving its offerings, the company has reserved the invested resources for other areas. In its portfolio, the next launch is a "do-it-yourself" program for entrepreneurs with annual revenues of less than R$ 5 million.
Part of the investment was also applied to marketing and expanding the infrastructure – from a 30-square-meter office to a 300-square-meter facility, which is already hosting in-person courses.
Another area of focus is the increased use of artificial intelligence, whether internally or, for example, in the creation of avatars for those executives who are more shy and less comfortable in front of cameras. Among so many areas, Crasto highlights, however, a gain from the arrival of Meisler and his colleagues.
“Until then, getting a CEO to trust you with their Instagram password was difficult,” says Crasto. “Rony and Rebels brought that endorsement and many recommendations. They opened those market doors for Blank.”
